​We are very proud of our flag, which represents our history and heritage. Puerto Ricans have striven to excel in American society in spite of our Sisyphean struggle against oppression and discrimination from time immemorial​

Taking a Stand

The coalition plans protests and demonstrations if Coors fails to agree with our demands. It has also expressed great disappointment with the marketing agent of the parade, whom they say has shown more interest in profit than in portraying a positive image.

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ABC "I want to thank you for bringing members of "Boricuas for a Positive lmage" to WABC this week to meet with me and other ABC senior executives. The heartfelt passion for portraying more positive images of the Puerto Rican community was certainly heard by our executives"

ABC "We apologize for any inadvertent offense taken and can assure you that we will continue to strive to reflect the vast diversity of our audience with respect and where appropriatewith self-deprecating humor."

BORICUAS FOR A POSITIVE IMAGE

Our Resolve

Striving For Results

Our Cause

May 23, 2013

For Immediate Release:

PRESS RELEASE

PUERTO RICANS SAY NO!! TO COORS PROMOTION

A large number of Puerto Rican organizations, elected officials,activists, and neighborhood groups are demanding that Coors, Inc. cease

distributing a promotional beer can with the symbol of the Puerto Rican flag. We believe Coors has insulted the Puerto Rican community by

using this promotion before the parade. Speaking for the group, Lucky Rivera for Boricuas for a Positive Image states, “This is an insult to our culture, history, and flag. We will not allow Coors to insult us.” The coalition plans protests and demonstrations if Coors fails to agree with their demands. It has also expressed great disappointment with the marketing agent of the parade, whom they say has shown more interest in profit than in portraying a positive image.